15_Age_Subcultures_S1

15_Age_Subcultures_S1 - Chapter 14 Age Subcultures Age and...

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Chapter 14 Age Subcultures
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Age and Consumer Identity A consumer’s age exerts a significant influence on his/her identity We are more likely to have things in common and speak in a common language with others of our own age Age cohort (“my generation”) Marketers target specific age cohorts Feelings of nostalgia Our possessions let us identify with others of a certain age/life stage 2
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The Youth Market “Teenager” and Seventeen magazine Elvis vs. Pat Boone = rebellion vs. conformity Generation Y Eminem EMINEM.COM 3
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Teen Values, Conflicts, and Desires Puberty/adolescence = uncertainty, need to belong, finding unique identity Choices of activities, friends, and clothes = social acceptance Advertising: group of “in” teens using product Teenagers express needs via product usage (e.g., smoking cigarettes) Most important social issues for teens AIDS, race relations, child abuse, abortion, the environment, additional family responsibilities 4
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Teen Values, Conflicts, and Desires (Cont’d) Four basic teen conflicts Autonomy vs. belonging Rebellion vs. conformity Idealism vs. pragmatism Narcissism vs. intimacy 5
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Tweens Children aged 8 to 14 Spend $14 billion a year on clothes, CDs, movies (“feel good” products) Exhibit characteristics of both children and adolescents Mary-Kate and Ashley Olsen brand Hannah Montana brand Victoria Secret’s Pink lingerie line for younger girls (“Team Pink”) 6
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15_Age_Subcultures_S1 - Chapter 14 Age Subcultures Age and...

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